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On the Waterfront
New York once enjoyed the status as a great world port. Boathouses
lined the shores and human powered competitions drew international
oarsmen and cash winnings impressive by even today’s standards.
New York’s watermen were once revered. That was in the 19th
century. Today waterfront privatization and government neglect has
contributed to New York’s landlocked mindset. It is fair to
say the brand image of the port is murky. Our strategy was to create
a high-profile world competition that would:
- Foster the sport and cultural traditions
of outrigger canoeing
- Raise awareness of New York’s waterfront
opportunities
- Align government, private and public partners
with a vision of a revitalized maritime community
Brand Strategy and Alliances
We branded the Liberty World Challenge as the New York City Marathon
of the harbor as its meandering course connects neighborhoods and
attractions. We handled onsite and waterside logistics, brand identity,
media strategy, alliances and sponsorships. We motivated diverse
groups to “pull” together. The event was produced in cooperation
with New York Outrigger, the Hudson River Park Trust, New York City
Parks and Recreation, The National Parks of New York Harbor, New
York State Parks, Friends of Hudson River Park, Brooklyn Economic
Development Corporation, Intrepid Air/Space Museum, US Coast Guard,
New York Harbor Patrol, Metropolitan Waterfront Alliance and New
York City Sports Commission. Sponsors included Eddie Bauer, ATT
Pioneers and Circle Line Statue of Liberty Ferry.
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Media Partners
City, State and National Parks supplemented event PR to help generate
outstanding media coverage including A1 front cover of the New York
Times, ESPN2 coverage, Wall Street Journal, World CNN, Fox, Associated
Press and Sports News Television.
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